They've just released a video on the design of their handheld "Pocket C.H.I.P.", a $49 portable - take a look at the video to see what I'm talking about.
Designing PocketC.H.I.P. from next thing co on Vimeo.
I love this video, because it demystifies the process of design. It says to me not that design is easy (becoming a GOOD designer takes a lot of training and a lot of hard work) but that it's ACCESSIBLE - see, this is fun and interesting and if you want, you can do it too.
Let's contrast this to the most famous design-driven company, Apple. Apple is famous for its secret design studio, to which only the specially anointed are allow admittance. For example, here's how it's described in a recent New Yorker profile of Apple design guru Johnny Ive:
An invitation to visit Apple’s studio is rare, and is withheld even from most employees. Inside the door, a ten-foot-long internal vestibule, in stainless steel, serves as a visual air lock.The Apple mythology is that these are special people performing an arcane and priestlike process that yields magnificent design. And no doubt, Apple has build some beautiful and amazing stuff. But Next/Thing Co presents a different vision, a sort of Protestant Reformation of the design church. Design for the people! How cool is that! I hope they continue to be successful and that from their work a 1000 new designers are born.